While (only just) legal this business model is highly unethical.
Uses a web storefront to lure consumers into a paid monthly subscription which is just small enough to go unnoticed for a while.
I have little doubt that the revenue generated by this subscription is their main source of revenue and the very reason for the webstore.
In short. It's a scam. Don't touch this site and if you have, contact your local consumer protection agency and have this business model outlawed
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